This presentation from Colin Robertson at TED is one of the best demonstrations of concise and effective communication that I’ve ever seen. It has great object lessons that can be applied to Web design and marketing communication in general.
Here are the main takeaways I got from the presentation:
- He uses very few words, but the words he does use are the key messages of his presentation. So much of Web and print design would be much more effective with fewer but better chosen words.
- It’s out of the ordinary (way out of the ordinary) and creates a unique memorable experience. How long will you remember this presentation? How long would you have remembered it if he would of taken up the three minutes talking?
- The nonverbal communication which comprised 99% of the message is “quality” in the sense that it’s professionally orchestrated. The effect would not of been nearly as powerful or long lasting if that level of effort wasn’t put into the production. It’s the cumulative effect of many small details being done correctly. Same applies to Web design, overall quality is achieved by paying attention to many details which result in the cumulative effect of providing credibility to the message.
- I think this is a very important point–a significant portion of the content was provided with collaboration from the audience.